Abstract: By investigating and analyzing the factors that have significant influence on the values of textile and apparel brands, the paper aims at offering certain reference to upgrading the value of Chinese textile and apparel brands and the development strategy of enterprises. The results show that enterprises with high brand value maintain their annual income, annual net profit and profit margin at a higher level and they get high scores in each dimension of brand strength.

Key words: textile and apparel, shoe and hat brands; brand value; model of multi-period abnormal returns; brand strength coefficient